Global Solutions Summit
I had the pleasure of working on an exciting project to create and implement a new brand for the Global Solutions Summit. As part of the Corporate team, I was tasked with giving the event a fresh and polished look, as it had not been held in person since 2017.
To start, I designed a dynamic word mark that featured bold color bars, strategically chosen to stand out against the signature Hallmark purple. I incorporated these eye-catching pops of color throughout the event to ensure easy recognition of signage for guests.
The event was a tremendous success, with 40 retailers from 26 different countries attending at Hallmark Headquarters in Kansas City. It was a fantastic opportunity to showcase my skills and contribute to the success of such an important event.
We Connect Days
To enhance the culture of their new hybrid work model, the Employee Experience team took the proactive decision to host monthly events at HQ. Our team was tasked with designing a unique identity for the event, including a name, logo, and an overall aesthetic that could be easily replicated every month.
We were excited to take on this project, especially since many of us had missed the opportunity to connect with co-workers in person since shifting to a hybrid/remote work model in 2020. To kick things off, we organized a successful gathering for the holidays in December, which sparked a sense of community and excitement among employees. We aimed to build on that positive momentum with each subsequent event.
Our design process involved several rounds of brainstorming and ideation, where we collaborated with the Employee Experience team to ensure the final product accurately represented the goals and values of the organization. The result was a cohesive visual identity for the event, which tied in the color scheme and elements of the existing Employee Experience brand. We were able to utilize this new visual identity to create graphics that were eye-catching and memorable. The positive impact our designs had on the employees was evident, and we were thrilled to be able to help foster a sense of community in the workplace.
WAlgreens Golf Classic
For this project, I was tasked with rebranding an existing event in partnership with a Senior Designer. Together, we developed a new logo lockup featuring a crest that showcased a golf ball sitting on a tee. This crest was incorporated into the event's centerpieces, which were die-cut and placed in grass arrangements. We also used this crest on swag given to attendees, including can coozies. To ensure consistency year-over-year, we created a simplified version of the logo lockup for future use.
Additionally, I created new patterns for the event. The previous versions had used plaid patterns, so I aimed to create something fresh and modern. To accomplish this, I utilized the modern block pattern, paired with stripe and windowpane patterns to maintain the preppy feel the event was going for. Overall, this was a successful rebranding project that effectively distinguished the event from its previous iterations.
One Legal Summit
The Enterprise-wide Legal team at Hallmark recently gathered for a summit, marking their first in-person event since 2019. I was entrusted with the responsibility of creating a word mark for the event that tied into their existing branding, and also devising tactics to be implemented throughout the summit.
One of the major challenges of this project was to create a word mark and lock up that featured several enterprise logos, which had to be incorporated into various tactics, including an acrylic coaster. It was an exciting challenge that demanded creative problem-solving skills. To ensure that the logo appeared sharp and precise on all applications, I collaborated closely with another designer on the team and our prototype studio.
Digital Week at HQ
The Hallmark Digital Team had been working remotely since 2020 due to COVID, and the company saw an opportunity to bring the team together for a week-long gathering at HQ. I was tasked with creating an event experience that would showcase the office space and foster team-building and innovation.
It was exciting to work with the existing Hallmark brand, which is known for its simplicity and minimalism, and to explore new possibilities within those parameters. In addition to designing the look and feel of the event experience I also created custom t-shirts and tech stickers for the team as a fun and memorable way to commemorate the occasion.
Throughout the planning process, we collaborated closely with the Hallmark Digital Team to ensure that every aspect of the event reflected their vision and values. From the event schedule to the swag, every detail was carefully considered and executed to create a cohesive and impactful experience. I was proud to be part of a project that brought the team together and helped to strengthen their sense of community and innovation.
HQ HOliday Gathering
To encourage employees to visit the office on the same day, Hallmark's Employee Experience team organized a Holiday Gathering at Headquarters before the holiday break. As a design team, we were tasked with creating a fun and festive atmosphere for the event that incorporated Hallmark's brand while also keeping it easy to execute.
We took inspiration from a previous holiday-themed event and adapted tactics to create a unique experience. One of the key elements was a photo display featuring Hallmark's rich history of holiday celebrations. We pulled this out of storage and used that as a jumping off point to create everything we needed for the event.
Overall, the event was a great success and employees were excited to come together in person for some holiday cheer. It was a rewarding experience for our team to be able to contribute to the company culture and help foster a sense of community within the organization.